The white paper advantage

Having been a business-to-business communications professional for more than 30 years, I can tell you there isn't a Swiss Army Knife tool that works for all purposes. It’s about communicating with customers and prospects around the world, who operate in different...

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For the ‘write’ fit, hire a journalist!

While reviewing David Meerman Scott's excellent book, The New Rules of Marketing & PR (John Wiley and Sons), I found dozens of references to "journalists." One headline, in particular, caught my eye: Bring a Journalist onto Your Team. In that section, Scott says:...

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